大陸觀光客來訪對兩蔣文化園區滿意度之研究

Abstract

本研究目的是：瞭解大陸觀光客對兩蔣文化園區大陸客的消費行為。探討大陸觀光客目前前往兩蔣文化園區的人口特性現況。及分析大陸觀光客，對兩蔣文化園區的滿意度情形。研究期間自2011 年2 月至2011 年5月研究方法採用自編之「大陸觀光客來訪對兩蔣文化園區滿意度之調查問卷」進行研究，研究對象共有520 位，而有效問卷461 位以描述性統計，進行資料處理，研究結果綜合分析、討論後重要研究結論如下： 一、大陸觀光客對兩蔣文化園區觀光滿意度趨於正向 。 二、大陸觀光客對兩蔣文化園區，現階段大陸觀光客消費行為情形，前景樂觀。 三、透過兩蔣文化園區的大陸觀光客問卷調查，大陸觀光客，經統計分析結果，效果良好。 大溪臨近慈湖、大溪兩蔣陵寢，政府將兩蔣文化園區列入大陸觀光客重要觀光據點，將更能達到兩蔣文化園區觀光效益，最後依據研究結論，提出建議，以供國家觀光旅遊單位、桃園縣政府觀光局及未來研究者之參考。This study aims objectives: to administer a survey for disclosing the satisfaction with Chiang’s Family Park visit among tourists from Mainland China; to explore the satisfaction with the visit in the areas within the scope of this study: CKS Memorial Hall at Tahsi, Chiang’s Family Statue Park at Chihu,Chiang’s Burial Place at Chihu, Chiang’s Burial Place at Touliao, Back Chihu Garden, and Chiang’s Memorial Hall at Chiaopanshan; and to analyze the business model in operations of Chiang’s Family Park targeting tourists from Mainland China. The study beginning in February finishing in May 2011 adapted a questionnaire survey methodologically with the questionnaire created and prepared by the author independently known as “The Survey Questionnaire on Satisfaction with Chiang’s Family Park Visit among Tourists from Mainland China”, In the study encompassing 461 participants among the tourists from Mainland China having visited the park, the valid questionnaire returns and the results were processed with descriptive statistical analysis, etc, and came to the conclusions as follows through overall analysis and discussion: 1. The results of the survey on the satisfaction with Chiang’s Family Park visit among tourists from Mainland China proved positive; 2. Viewing at the angle of the relationships between Mainland China tourists and Chiang’s Family Park in the course of developing the Cross Straight exchange and cooperation, the policy of Individual Free Tour for Visitors from Mainland China will lead to a win-win situation; 3. Tahsi Town, with Chiang’s Burial Places in Chihu and Touliao in its territory, has been enlisted as major touring attractions for tourists from Mainland China by the government authority, and some projects for improving the tourists facilities and transportation routes are under way; hence Chiang’s Family Park is winning popularity among tourists and visitors from Mainland China. On the basis of the conclusion the author presents some proposals and recommendations as reference for the governmental agencies concerning tourism, Ministry of National Defense, Tourism Bureau of Taoyuan County Government, as well as the upcoming researchers.